Insider Spotlight
The Smart value mobile brand is positioning connectivity as an essential part of shared cultural moments, not just a utility, as it meets customers where they are most engaged.
“Ati-Atihan is all about community and shared moments,” Lloyd Manaloto, first vice president at Smart, said in a press release. “Through TNT’s SAYA ALL offers, we’re making sure every katropa can capture, post, and stay connected throughout Ati-Atihan—without worrying about data.”
Why it matters
For telcos, customer experience is increasingly defined by reliability during high-traffic, high-emotion events. Festivals test network capacity, service simplicity, and brand relevance all at once. TNT’s approach links network performance with lifestyle use, reinforcing trust at moments that matter most to customers.
What’s happening
TNT set up booths at Magsaysay Park and Pastrana Park on Jan. 17 and 18, allowing customers to explore prepaid offers while immersed in the festivities.
SAYA ALL 99 provides seven days of unlimited access to major social media platforms and Mobile Legends, plus six gigabytes for other sites, along with unlimited calls and texts to all. The package is designed to support heavy content sharing during week-long celebrations.
Customer-first incentives
Festival-exclusive promos lowered the barrier for switching to TNT. New customers who purchased a TNT 5G SIM and loaded SAYA ALL 50 paid P50 instead of P95, while both new and existing subscribers loading at least P99 gained chances to win premium items, including a Huawei watch. These incentives tie immediate value to positive brand interaction.
Beyond connectivity
TNT also engaged festivalgoers emotionally by letting pageant fans vote for the “TNT Choice” queen at the Binibini ng Kalibo Ati-Atihan, won by Frechie Joy Gomez. The move extended customer experience beyond data usage into participation and recognition.
The bigger picture
Powered by Smart’s 4G and 5G networks, TNT highlighted ultra-low latency for video calls, livestreaming, and mobile gaming amid dense crowds.
The initiative reflects the PLDT Group’s broader push to elevate customer experience nationwide while supporting government digitalization efforts. By embedding services into cultural touchpoints, TNT is signaling that customer experience is not only about coverage, but about connection. —Vanessa Hidalgo | Ed: Corrie S. Narisma
